Grasse Museum, Cosmoprof Host 26 Asian Fragrance Brands

Asian Fragrance Showcase Opens in Grasse

The Musée International de la Parfumerie (MIP) in Grasse, France, will open a six-month gallery dedicated to contemporary Asian fragrance brands on September 26, 2026. This exhibition, a first-ever collaboration between MIP, Cosmoprof, and Esxence tradeshows, will run until January 2027. It aims to highlight the growing influence and creativity of Asian perfumery.

Twenty-six selected fragrance brands will participate, with their final selection to be announced soon. This joint effort marks the first time these international beauty events have partnered with the prestigious French perfume museum, underscoring Asia's expanding role in the global fragrance sector.

Bridging Heritage and New Creators

The project, powered by Cosmoprof and Esxence, was developed in collaboration with MIP and the creative agency Centdegrés China. Its design connects Asia's rich olfactory history with a new generation of fragrance creators who are reshaping the region's international identity.

The gallery will function as an international showcase for Asian fragrance brands, selected for their creative approaches, distinct identities, and evolving vision of contemporary perfumery.

This initiative also complements the museum's major 2026–2027 exhibition on the history of perfume in Asia, establishing a dialogue between historical traditions and today's independent fragrance movement.

Rising Influence of Asian Perfumery

This exhibition comes as Asian fragrance brands earn increasing recognition beyond their domestic markets. This growth is driven by unique creative identities, local storytelling, and renewed interest in regional olfactory traditions.

Enrico Zannini, General Manager of BolognaFiere Cosmoprof, stated that the fragrance sector is experiencing strong global growth, with Asia showing particularly remarkable development. He noted Asia is becoming both an important consumption market and a vibrant hub of creativity, where new brands develop distinct olfactory languages.

Maurizio Cavezzali, CEO and co-founder of Esxence, added that the partnership allows for exploring contemporary Asian perfumery from a cultural perspective.

Global Visibility for Asian Fragrance

For participating Asian brands, the exhibition offers rare visibility within one of the world's most respected perfume institutions, located in Grasse, the historic capital of perfumery. The project supports Cosmoprof's ambition as a global connector across beauty markets and highlights the growing importance of fragrance in its portfolio.

It also extends Esxence's mission beyond trade events by integrating contemporary Asian fragrance into an institutional and cultural setting. By bringing this selection of Asian brands to Grasse, Cosmoprof, Esxence, and MIP are positioning contemporary Asian perfumery as both an emerging commercial force and a cultural movement deserving global recognition.